Ohio’s medical advertising rules address false, fraudulent, deceptive, or misleading statements in the solicitation of or advertising for patients. The statute also explains that misleading statements may include misrepresentations of fact, omissions of material facts, false expectations of favorable results, or claims likely to cause misunderstanding.
Medical marketing rules can vary by state, provider type, and service. For a full assessment of the statutes and regulations that apply to your website, advertising, and patient communications, consult with legal counsel familiar with your practice and market.
More Information
Oversight Body:
State Medical Board of Ohio
Reference Citation:
R.C. § 4731.22(B)(5)
Selected Excerpt:
Grounds for refusal to grant and revocation of certificate; hearing and investigation; report; medical examinations; automatic suspension; quality intervention program (…)
(B) The board, by an affirmative vote of not fewer than six members, shall, to the extent permitted by law, limit, revoke, or suspend an individual’s certificate to practice, refuse to register an individual, refuse to reinstate a certificate, or reprimand or place on probation the holder of a certificate for one or more of the following reasons: (…)
- (5) Making a false, fraudulent, deceptive, or misleading statement in the solicitation of or advertising for patients; in relation to the practice of medicine and surgery, osteopathic medicine and surgery, podiatric medicine and surgery, or a limited branch of medicine; or in securing or attempting to secure any certificate to practice or certificate of registration issued by the board.
As used in this division, “false, fraudulent, deceptive, or misleading statement” means a statement that includes a misrepresentation of fact, is likely to mislead or deceive because of a failure to disclose material facts, is intended or is likely to create false or unjustified expectations of favorable results, or includes representations or implications that in reasonable probability will cause an ordinarily prudent person to misunderstand or be deceived.
What This Means for Ohio Medical Practices
Ohio medical practices should review marketing claims carefully to ensure they are accurate, complete, and not likely to mislead patients. This is especially important when promoting treatment outcomes, provider qualifications, patient results, professional superiority, or the expected value of a service.
For elective healthcare practices, this applies across the full digital presence, including website copy, paid ads, social media content, email campaigns, landing pages, and before-and-after galleries. Practices should also review language around results, patient photos, model imagery, credentials, board certification, and claims that could create unrealistic expectations.
Sample Best Practices
Use the following sample best practices as a starting point for discussion with your legal counsel. Find out if you need to take steps to avoid the following:
- Making a false, fraudulent, deceptive, or misleading statement in an advertisement or solicitation.
- Making any statement claiming professional superiority.
- Assuring a permanent cure for an incurable disease.
- Claiming professional superiority without supporting the claim with objective evidence, or using hyperbole when describing your techniques or results.
- Showing patient before and after photos without indicating that results vary and the results shown are not a guarantee.
- Showing models without clearly indicating that the photos are not of actual patients.
- Saying you are board-certified without including in any advertising the name of the board that has certified you.
Is your website following best practices when it comes to medical marketing? Find out by downloading our free Website Compliance Checklist!
Download Free ChecklistMarket Your Ohio Practice With More Confidence
Medical marketing requires more than strong messaging. Your website, ads, social media, email campaigns, landing pages, and patient-facing content should also be reviewed with accuracy, clarity, and compliance awareness in mind.
Etna Interactive helps medical and aesthetic practices create digital marketing strategies that support visibility, patient trust, and practice growth. To learn more about how our team can support your marketing efforts, reach out to learn more or request a consultation with one of our experts.
This page was originally published in March 2013 and has been updated for 2026.
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